Tampa Bay Lightning faced the Montreal Canadiens in the 2014 NHL playoffs. The organization turned to their Twitter following to create buzz around the games & events while also engaging and learning about their fans.

The Promotion

The campaign consisted of two posts over a 2 day period. The brand instructed followers to RT for a chance to win either tickets to a game or a signed jersey.

The Results


@TBLightning post engagement during Chirpify campaign (via Keyhole)

  • 1,133,727 impressions created
  • 785,119 Twitter accounts reached
  • 83% engaged via mobile devices

Chirpify turned the campaign engagement into into valuable data acquisition. Over 3,500 emails and social handles were collected with only two posts that Tampa Bay can use to target consumers in future promoted Tweet campaigns or in social CRM. The posts that included #actiontags exceeded engagement rates by 5X normal post rates. 

We are also sad to report Tampa Bay did not go on to win the series…until next year!